You have to communicate and promote so that people know it exists. So they know what it’s all about and why they should care. In other words, you need to sell it. That’s our job, I told the guys, to articulate what bodybuilding is to the public. Newspapers, TV shows, journalists? They shouldn’t be our enemy, they should be our partners. They need stories to fill up their pages and their air time just as much as we need to get our story out there.
